Reasons for Investigation
Write An Introduction, Which Outline Your Selected Company’s Product/Service Range.
Explain The Reasons For The Investigation.
The portfolio represents about the organisation and its marketing efforts put to influence the consumers’ buying behaviours and ensure generation of higher revenue and competitive advantage in business.
Bon Voyage, UK is one of the major travel and tourism companies that has aimed at providing extensive USA and Canada travel services for meeting the needs of customers. The company is known for its tailor made transatlantic travel services, which can make people enjoy their holidays at America and Canada (Bon-voyage.co.uk 2019). The major products and services include the tourism and travel services including holidays at USA and Canada.
The reason for investigation is to highlight the importance of marketing, which can allow for extending its travel services and make sure to deliver a world class customer experience (Buhalis and Foerste 2015).
The travel and tourism sector in UK is huge and with the emergence of multiple competitors, it has become essential for Bon Voyage UK to ensure that the marketing efforts are put properly for raising awareness among clients and influence them to make purchases from the organisation effectively (Vellas 2016).
The political environment in UK is quite stable, though, the expansion of EU and war against terrorism activities have affected the Government stability and created negative impact on the political environment too. The Government has supported the travel agencies to support travelling to transatlantic destinations through management of trade relations between two nations, thereby, allowed for extension of marketing approaches much comprehensively (Morrison 2013).
The Government in UK has planned for necessary actions to make sure that the aviation services and travel services are managed with proper management of tax related benefits on the fuel and on the air ticket prices too.
The lower rate of inflation has also benefited the UK economy, which also helped in creating enough employment scopes and opportunities, thereby, raise the chances for jobs all across the tourism and travel sector in UK, delivering travel services to various destinations including Canada, USA, etc (Veríssimo and Loureiro 2013).
The marketplace trends and consumers’ buying patterns and behaviours are the social factors that have also influenced Bon Voyage UK. Safety and security while travelling along with changing life style behaviours have also influenced the purchases of services at Bon Voyage, UK.
The advanced technologies have also helped the marketing efforts to become successful, thereby, allowed the tourism company to distribute he products and expand its outreach (Hays, Page and Buhalis 2013).
The competitive marketplace often creates issues for the company due to the presence of multiple competitors within the concerned sector, but with the product differentiation and extensive holidays offered to the clients for visiting USA and Canada, the company has easily catered the needs of people willing to experience transatlantic destinations.
The human resources have been organised properly, which also allows for reducing workload and achieve the targeted set of objectives much conveniently (Turner 2013).
The marketplace is competitive and thus Bon Voyage needs to bring something new, the way it already does with the help of offering exclusive packages to Canada and USA, thereby, helped in substance too.
· Exclusive holiday packages to USA and Canada
· Bewildering choices and options
· Positive brand Image
· Good level of customer satisfaction
· Destination wise, it lacks certain areas that the people want to visit
· High competition
· Price is on the higher side
· Cost leadership and differentiation could be beneficial for entering new markets
· Facilitation of international trade
· Threat of new entrants and substitutes
· Competitors threats
The behaviours of consumers represent the buying behaviours and consumption patterns that are influenced according to the products and services made available by the company. The target market consists of people who want to visit USA and Canada for holiday purposes. Bon Voyage offers bewildering choice and delivers a great experience, which allows for making the travellers acquire the thrill to travel to America for holidays. There is a wider range of options such as Multi-Centre Holidays, New York Holidays, etc., because of which, the customers could select any option and thus their buying behaviours have been influenced (Virginia Phelan, Chen and Haney 2013).
People in UK have used the services whereas they hope to achieve something new in terms of adding some new destinations by the company to offer them a better and thrilling experience. The price range starts from US$3000 and it could increase with the options added. They look for around that price only or maybe at some reduced price, but the price set by Bon Voyage has been quite competitive, which influenced consumers; behaviours largely (Bon-voyage.co.uk 2019).
The segmentation has been done with the help of segmenting the target market on the basis of demographics such as age, income, education, ethnicity, and psychographics and also on the basis of their values, beliefs and lifestyle choices. Due to this, the positioning of the products has also been possible, which has also helped in positioning those travel and tourism services and ensured influencing the consumers’ buying behaviours too. With this, the company would be able to target different market segments and meet the varied needs of people in those different segments quite comprehensively.
It is evident that everyday people do not go to visit USA or Canada, but definitely for the people of UK, Bon Voyage has created the most convenience, thereby, allowed them to travel to the desired locations in USA and Canada and have an enjoyable stay there while holidaying.
The people in UK have been targeted who are avid travellers and like visiting USA often while the target market also consists of those people, who prefer value for money travel and tourism services (Bon-voyage.co.uk 2019).
The competitors of the company include Globus, Trafalgar, Topdeck, etc. The unique selling point of the company is its wide range of options available while travelling to USA and Canada. Though the destinations are limited, still the different yet exclusive packages for travelling to these two destinations are quite good and this could easily influence consumers’ buying behaviours, increase sales and revenue generation, furthermore, allow Bon Voyage UK to sustain in the competitive business environment.
Bon-voyage.co.uk. (2020). Tailor-made USA and Canada Holidays: Bon Voyage Travel. [online] Bon-voyage.co.uk. Available at: https://www.bon-voyage.co.uk [Accessed 13 Jan. 2020].
Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel and tourism: Empowering co-creation of value. Journal of Destination Marketing & Management, 4(3), pp.151-161.
Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use by national tourism organisations. Current issues in Tourism, 16(3), pp.211-239.
Morrison, A.M., 2013. Marketing and managing tourism destinations. Routledge.
Turner, L., 2013. Canadian medical travel companies and the globalisation of health care. In Medical Tourism and Transnational Health Care (pp. 151-178). Palgrave Macmillan, London.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach. Macmillan International Higher Education.
Veríssimo, M. and Loureiro, S.M.C., 2013. Experience marketing and the luxury travel industry. Tourism & Management Studies, pp.296-302.
Virginia Phelan, K., Chen, H.T. and Haney, M., 2013. “Like” and “Check-in”: How hotels utilize Facebook as an effective marketing tool. Journal of hospitality and Tourism Technology, 4(2), pp.134-154.